Is your website guilty of the biggest mistake

Peter Tanham


Mobile Digital Boost

Statistics reveal something alarming about people who browse the web using a mobile device. If they land on your site and it’s not optimised for mobile, two thirds of them will never return. Failing to make your site look good on mobile is one of the biggest mistakes a company can make – so how do you take action?

If you have a smartphone or tablet, chances are you’ve experienced the frustration of landing on a website that’s extremely difficult to use. You might struggle to press buttons that were designed to be clicked by a mouse, not tapped by finger. You might need to “pinch and zoom” to view the website – and chances are, you just wanted to grab some quick information such as opening hours, or contact details.

Google research reveals that, if a person using a mobile device lands on a website that isn’t optimised for mobile, they’re unlikely to return: 57% said they wouldn’t recommend a business with a bad mobile site, and 40% said they have turned to a competitor’s site after a bad mobile experience.

Making your website look good on a mobile device is a concern for all businesses, not just large corporates. Picture the person standing on a street in Athlone: if they are searching the web for “coffee shop Athlone,” they probably intend to buy a coffee right now. There’s a great opportunity for revenue if you can present a site that’s easy to read by mobile, including clear directions to your shop and opening hours.

New mobile website or just a landing page?

The good news is that you probably don’t need a whole new mobile friendly website in order to meet the mobile customer’s needs. A mobile landing page can be developed, which is automatically served up by anyone attempting to visit your main website using a mobile. You might choose to include the most common information people are currently accessing on your main website, such as the “contact us” page or “about us” section on your site.

If your main website has been developed with a platform such as WordPress, the good news is that it’s relatively straightforward to adjust your website so that it’s more user-friendly for people using mobile devices. Do a search for the term “responsive design” or “responsive theme” and you’ll find a few designs that might give you food for thought before you speak to a web designer.

The only thing you shouldn’t do is ignore the trend. With more and more smartphones and tablets in circulation, it’s increasingly likely that your company’s website will be visited by people using a mobile device – a quick peek into your current website analytics will show you what portion of your visitors is using mobile, and whether that is a growing percentage of your overall business.

Have you ever clicked away from a website in frustration because it wasn’t mobile friendly?

Peter Tanham is the co-founder of SparkPage, makers of mobile marketing software.

Keywords: mobile design, responsive design, mobile website, landing page, mobile landing page, mobile marketing, analytics, website analytics, mobile landing page

Peter Tanham is a mobile marketing expert. He began his career in the telecoms industry, working in the marketing department for one of the world’s largest mobile phone carriers. He founded Amp Communications, a digital marketing agency in 2010, running successful online marketing campaigns for clients like The Corrs, Dublin Gospel Choir and Heathers.

Peter is the founder and CEO of SparkPage, a mobile relationship marketing company. SparkPage provides a suite of online tools to help businesses acquire and retain customers via smartphones. These tools make communicating with mobile customers through apps, SMS, social media and email much more effective.